Campanie
General Information:
Strategic approach:
| Strategic approach: |
In 2019 Samsung initiated the fifth edition of Stream Your Dream with the aim of finding and helping young content creators grow, giving them access to technology and specialists from the industry. Stream Your Dream is one of Samsung’s most important influencer marketin projects, initiated in 2017. The first four editions were focused on a singular main area of interest, such as tech, photography, travel and fashion; this fifth edition and the most complex one so far was dedicated to video content. Following our passion points study (that Samsung conducts regularly), we analyzed the Gen Z and Millennials audience (our core target) and saw that their main interests are gaming, tech, music, fashion and entertainment. Also, in the same study, we discovered that most of Gen Z and Millennials look at influencers as a source of inspiration, therefore our goal is not only work with today's best influencers in our main categories of interest, but also tomorrow’s best influencers from the same areas. Micro-influencers are content creators with high engagement levels, loyal communities and good content, with the potential to reach bigger audiences. On the other hand, Samsung has an established influencer marketing strategy, therefore Stream Your Dream program was a natural step for trying to create a bond relationship between the brand and the content creators on the rise. A relevant insight from Influence Me, a study conducted by Starcom, is the confirmation that micro-influencers are the ones with the best engagement rates and the ones that brands are searching for in order to promote their products or services. From the same study, 6 of 10 people want to see brand influencers campaigns; also, the influencers should inspire them, their messages being important for brand love and brand loyalty. The reason behind our theme for Stream Your Dream, the fifth edition, is also based on insights provided by numerous studies and analysis that video content is on the rise and most of the young population consumes video content – over 50%. Approaching and investing in video was the natural course for Samsung, a tech leader, whose flagship from 2019, Samsung Galaxy Note10 had one of the best video capabilities from the market, essential for content creation. We gathered in this edition some of the most well-known and popular content creators from each of the interest zones identified: Andreea Balaban (fashion), George Buhnici (tech), Radu Constantin (entertainment), Maximilian Ioan (gaming), Noaptea Târziu (music). We organized more than just a workshop, we put up an entire program dedicated to the selected content creators that qualified for the teams of one of the five mentors above mentioned. They had the opportunity to meet the mentors, learn from them and put into practice what they’ve learned, all with the support of 2 major tech brands: Samsung and Google. The mechanics for this edition of Stream Your Dream was the following: we launched the competition and called for entries – vloggers who wanted to grow their channel and learn the best tips & tricks for content creation from the best people in the industry, then we organized a one day marathon of presentations and inside information from the mentors of the programs and finally we selected our top finalists to enter the mentorship program for the next 4 months. Our objectives were: Develop the next generation of content creators One objective we had was to identify the micro- influencers that had the biggest potential for creating content in the passion points that are of interest for Samsung. First thing we did was announce the competition, via our own channels but also using the mentors’ communities. We have developed a dedicated landing page where interested people could sign up for the event. The second step was the one-day event: we organized a series of dedicate presentations, during which over 150 people attended. Moreover, the participants interested to enter the mentorship phase could compete for a place in the mentorship program: they had to to film themselves in the special corners from the event location and to convince the mentors to take them in their team. 15 micro-influencers were chosen from the 84 registrations in the mentoring program – 3 for each mentor. The third phase of the program was the mentorship, that lasted 4 months. The mentoring program consisted in: 4-5 personalized actions with the mentors (1to1 meet-ups, workshops and personalized advice) , a Galaxy Note10 for content creation (each of the 15 participants received one), access to relevant information from the industry: access to Samsung events: product launches, influencer workshops and access to trainings from Google. The last phase: the judging process & announcing the winners via a special online event and integrating them to our TeamGalaxy family. The contestants had a specific content brief: to create a video each month, using their Galaxy Note10. The jury, comprised of representatives from Samsung, MSL The Practice and YouTube, as well as the mentors, gave a grade (from 1 to 5) to each contestant, judging some relevant criteria: the quality and the creativity behind each video, the editing, but also the way they applied what they’ve learned from the mentorship phase. |
Execution:
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